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How to Leverage Client Satisfaction Feedback

18 Feb 2015

shutterstock_145132672You probably know how important it is to assess client satisfaction. As we point out in this post, data shows that the simple act of asking clients for their opinion makes them more loyal and profitable.

Since your clients will already feel good about being asked for feedback, even if their response is neutral or negative, you can continue to connect with them in a meaningful way by following up on the information they’ve shared.

Leveraging all of your client satisfaction feedback, positive and negative, will result in better client relationships across the board. In order to make the most of the feedback you receive, you need to direct those results to the right people on your team: and more importantly, implement a follow-up strategy. Here’s how.

Get Feedback into the Right Hands, Automatically

Once you have client feedback, you need to get it into the hands of the people or teams who are in charge of analyzing it and following up.

We recommend using a satisfaction rating survey or system that automatically differentiates between responses (i.e. positive, negative and neutral) and sends the responses from each category directly to the person or persons responsible for follow-up. An automated process means your results won’t get backlogged if you don’t have the resources to sort and redirect them immediately.

Keep in mind that you want to follow-up as soon as possible after feedback is recorded.

Now, where exactly should you direct the different responses? A couple of places:

telephone-icon1. Direct Negative and Neutral Feedback to the Support Team

One easy way to track the follow-up process is to have all negative and neutral responses sent to an email address that opens a new service ticket. This way, your support staff is notified and can reach out to the dissatisfied client right away to find out what went wrong - or to find out what you can be doing differently to turn that neutral response into a positive one.

The open service ticket provides a tangible way for you and your staff to easily track outreach progress, and see the final outcome.

And while it’s critical that you respond to negative responses quickly, keep in mind that positive feedback also provides an excellent opportunity for outreach.

2. Have Sales and Account Management Leverage Positive Feedback dollar-icon

We recommend directing positive responses to the people or team that’s responsible for existing client relationships - like the sales or account management team, for example.

This way, they can follow up with information about other products or services your client might be interested in (and more willing to hear about if they’ve just rated you positively). And if you work with certain companies or clients regularly, it’s also helpful to track who continuously gives a positive rating; this can become an opportunity to ask them to take part in a more in-depth survey, or provide a testimonial or referral.

Your most positive client relationships are also your most beneficial as far revenue goes, so make sure you give them as much attention as you would a negative review.


Are you interested in measuring client satisfaction for help desk or support tickets? Schedule a live demo today.

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